Canon is not only a camera and printing equipment company, but one operating with a spirit of innovation, social responsibility, and humanity. Canon wants to achieve their mission 'Kyosei' (meaning 'living together') by eliminating the gap between language, culture, and location by providing sustainable and innovative imaging solutions.

The strategy for rebranding Canon is to create a new identity system that places innovation and humanity at its forefront The new logo symbolizes Canon's desire to break the boundaries of creativity. In addition, its logo will inform audiences that Canon is not only a high-quality imaging product manufacturer but also a company which empowers the creative and human spirit.

The new logo use an infinity symbol on the letter C and letter A with an open gap meaning that Canon wants to break the boundary of creativity and innovation. Following shows the guiding structure of the logo.

For the color, I keep Canon’s original color because the original color of Canon is significantly recognized by audiences, this is the symbol of its leading position in the industry.

For photo style, I use black and white to create contradiction, and I want to use light as element, natural light represent camera, led light represent printer and x ray represent medical.

Here is the website page I create to match the new identity system. Followed the style and color selection of the new identity system.

Here is an application I design for Canon, the idea is about to take a picture and you can share your moment online and also you can easily connect to the nearby Canon equipment and print it out immediately.

Here is the new identity system environment I designed, including stationary system, banner and office interior. The main focus is the symbol “break the infinity”.